A Study on Cross-Border e-commerce with Logistics Service Quality Impact on Customer Satisfaction Using AHP Technique

Hyunmin Oh; Hangsook Lee

doi:10.7470/jkst.2021.39.2.204

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2021 Vol.39, Issue 2 Preview Page

Article

A Study on Cross-Border e-commerce with Logistics Service Quality Impact on Customer Satisfaction Using AHP Technique AHP 기법을 이용한 국제 전자상거래(Cross-Border e-commerce) 물류서비스 품질의 고객만족요인에 관한 연구

30 April 2021. pp. 204-219

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Abstract

In the past, only large-scale companies were able to gain the benefit of international trade based on their capabilities and resources, but even relatively small and medium-sized enterprises (SMEs) have been able to trade through e-commerce due to the help of Information and Communication Technology (ICT). Cross Border Trade (CBT) is one of the trends driving the borderless world of e-commerce. As a result, Cross-border trade orders have skyrocketed around the world which is led by an increasing amount of people are shopping online across the borders. Now, it has become a great concern to provide logistics services to meet the demand for anytime, anywhere trade transactions and activities seamlessly. While customers always want a higher level of customer satisfaction, logistics companies are not able to accommodate all of their customers’ needs with their scarce resources, losing out on the chance to increase revenue generation. In order to meet the customer’s needs in the cross-border trade (CBT), it is important to explore which logistics quality attributes are recognized as important to customers and to reflect the results in corporate decision making. Therefore, this study seeks to explore which of service quality attributes constituting the logistics service are recognized as important and to identify the relationship between importance and necessity. To conduct this study, the Analytic Hierarchy Process (AHP) and preliminary studies related to logistics service quality were referenced and reviewed. The survey was conducted by dividing the selected groups into sellers (customers) and logistics companies (providers). Results obtained were processed using AHP to comprehensively review and analyze the results of the two groups. By defining the factors that make up the quality of logistics services and identifying the relative importance of each factor, we contributed to prioritize service criteria to consider for improvement or innovation of logistics service quality. Accordingly, it would be a good reference for logistics companies to meet customer’s demand in an efficient allocation of resources by identifying the perception gap.

Keywords

AHP

cross border ecommerce

ecommerce

logistics service quality

logistics

과거 규모가 있던 기업들만 진입이 가능한 무역거래가 이제 정보통신기술(Information and Communication Technology)발전으로 인해, 비교적 규모가 적은 중소기업들도 전자상거래를 통해 무역거래가 가능하게 되었다. 세계 곳곳에서 국제 전자상거래 주문량이 급증하였고. 원활한 무역거래 및 활동을 위해서 적합한 물류서비스 제공이 관심사로 대두되었다. 이에 고객은 언제나 만족할 만한 높은 수준의 서비스를 받기를 원하지만, 물류기업은 한정된 경영자원과 역량하에 고객의 이러한 요구들을 모두 다 수용하지 못할 것이고, 이는 곧 비즈니스 창출기회를 잃는 것을 의미한다. 국제전자상거래라는 새로운 시장에서 고객이 요구하는 니즈를 충족시키기 위해서는, 고객에게 어떠한 물류 서비스품질 속성요인이 중요하게 인식되고 있는지 탐색하는 것이 중요하며, 그 결과를 기업경영 의사결정에 반영하는 것이 중요하다. 이에 본 연구는 물류서비스를 구성하는 품질요인 중 어떤 요인이 중요하게 인식되고 있는지 탐색하고 중요도와 필요성의 관계를 밝혀 보고자 한다. 본 연구를 실행하기 위해 AHP(Analytic Hierarchy Process)에 관한 이론과 물류서비스품질에 관련한 선행연구들을 참고하고 검토하였다. 이를 통해 선정된 요인들을 물류산업에 관련한 물류서비스를 이용한 판매업체(고객)로 나눠 설문조사를 하고, 이를 통해 도출된 결과를 AHP를 이용, 분석하여 두 그룹의 결과값과 격차를 종합적으로 검토하고 분석하였다. 물류서비스품질을 구성하는 요인들을 정의하고 각 요인들이 갖는 상대적 중요도를 밝혀냄으로써 물류서비스품질의 개선이나 혁신을 위해 우선 고려해야 할 선택요인을 선정하는데 이바지하였다. 또한 공급측과 수요측의 인식 격차를 확인함으로써 시사점을 제공할 수 있을 것이다.

키워드

AHP

크로스보더 이커머스

이커머스

물류서비스품질

물류

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Information

Publisher :Korean Society of Transportation
Publisher(Ko) :대한교통학회
Journal Title :Journal of Korean Society of Transportation
Journal Title(Ko) :대한교통학회지
Volume : 39
No :2
Pages :204-219
Received Date : 2020-12-31
Revised Date : 2021-02-15
Accepted Date : 2021-03-11
DOI :https://doi.org/10.7470/jkst.2021.39.2.204

Journal of Korean Society of Transportation ISSN:1229-1366(Print) 2234-4217(Online) 대한교통학회지

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